Women’s cricket has grown fast in recent years, but for many players, the kit has lagged behind the game. Too often, “unisex” has really meant scaled-down men’s clothing: see-through whites, baggy fits, awkward waistbands, and tops that restrict movement rather than support it.
Maiden Cricket was launched in Keighley, England, in 2024 to change that experience. The idea was simple but long overdue. Its two founders – cricketers themselves – wanted to respond to a increasingly common complaint about women’s cricket clothing, creating kit shaped around how female cricketers actually move, train, and play.
According to research carried out by the business, of the 2,000 women surveyed, over one-third were discouraged from playing the sport because of inappropriate sportswear. This followed research compiled by hockey player Tess Howard finding that over 70% of women saw girls abandon sport in school because of clothing or related concerns. In the past few years, many have felt there hasn’t been equal investment between men’s and women’s sporting attire broadly, and that the overall market for women was severely lacking.
The company’s range focuses on fit, comfort, and performance, with practical details forged by women for women. Trousers are opaque and soft against the skin, while being adjustable with built-in shorts, pockets, and breathable panels. Tops are lightweight and have been designed with the movement of both bowling and batting in mind. It’s clothing that understands long days at the crease, cold evenings in the field, and the confidence boost that comes from wearing something tailored for oneself.
Successful Launch
Since launching, Maiden’s impact has grown through connection as much as clothing. It is still early days, but its initial successes in its first year have been geared around its ambassador programme, particularly the Heroes group, made up of women who are actively playing or coaching.
These players wear the kit, share their experiences, and act as visible proof that women belong in cricket at every level. Through this network, Maiden has created a genuine support system. Stories are shared, and advice is passed on. The realities of the women’s game are openly discussed. It’s helped the brand reach clubs, teams, and communities organically, driven by players who believe in the mission and want to see the game become more welcoming and inclusive.
As a start-up, the business has also used promotional discounts to garner interest. These sorts of incentives have proven successful for many brands, both in and out of the clothing sector. For example, Nike offers discounts for first orders via its Nike Membership programme, while Gymshark often gives 10%-15% discounts for first-time orders. Elsewhere, iGaming platforms offer similar offers such as free spins on slots or cash bonuses to play bingo online UK games like Deal or No Deal. For Maiden, those new customers who register for the newsletter get £5 off their first order.
Moreover, in its first 12 months, the company has formed key partnerships with the likes of Gateley and Cricket Wales, while recognition for the brand has increased thanks to being featured by the BBC and Sky News.
A Better Fit for the Future
Maiden Cricket shows how thoughtful design can remove barriers, build confidence, and keep women in the game. By listening to players and designing for their real needs, the brand is helping women’s cricket move forward, not just in visibility, but in how it feels to play
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